Media campaigns and social marketing initiatives include promotions and advertising that support or encourage breastfeeding, as well as visual and audio media that strengthen the perception of breastfeeding as a normal, accepted activity. Media campaigns are commonly presented to a wide audience and use public channels, such as television, radio, printed materials, or outdoor advertising. Social marketing campaigns go beyond media campaigns. They are comprehensive, multifaceted approaches providing targeted, coordinated interventions to a variety of audiences, including consumers, their support systems, health care providers, the community, and the general public. Social marketing can take place through many venues traditionally considered part of advertising or can be more targeted. Targeted social marketing can use methods such as professional endorsements, providing items to targeted audiences, and sponsoring events focused on a specific demographic group.